PR-TECHNOLOGIES FOR PROMOTING A TOURIST DESTINATION BASED ON THE PRINCIPLES OF ESG (BY THE EXAMPLE OF THE CAUCASIAN MINERALNYE VODY RESORTS)

In modern conditions, technologies for promoting a tourist destination are closely related to the formation of a territory brand based on the effective interaction of environmental, social and managerial factors. The use of ESG tools makes it possible to form favorable relations between the object of promotion and the public, contributing to the growth of reputational capital and at the same time preventing consumer attitudes towards the environment. The research methodology is based on the structural-system approach, functional analysis and activity approach; in addition, sociological research methods were used in the study, in particular, a mass survey of residents of the Caucasian Mineralnye Vody, which made it possible to identify PR technologies for forming a territorial image that most effectively affect the target audience. Promotion of the brand of the territory based on the ESG strategy involves reliance on principles such as environmental responsibility, social responsibility and corporate responsibility. The inclusion of the ESG agenda in the territory branding structure is considered by the authors of the study as the most important factor in the sustainable socio-economic development of the country. Effective ESG-transformation of the brand of tourist destinations is associated by the authors with a set of measures aimed at developing a sustainable development strategy based on understanding the specifics of the territory; development of tools to promote a sustainable brand of the territory; increasing the economic attractiveness of the region; formation of a favorable socio-cultural climate and the quality of life of people. As a result of the study, it was concluded that the inclusion of ESG technologies in the promotion of a territorial image can improve the image of territories, enhance its economic stability, improve people's well-being, and significantly reduce environmental risks. The theoretical significance of the study lies in the increment of knowledge about the promotion of the brand of the territory as a whole, as well as in the analysis of the effectiveness of the use of ESG technologies in creating a territorial image by studying foreign and Russian experience.